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Gow Hamish Exhibits

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    References

    Cooper, M. (1984). The wines and vineyards of New Zealand(1st ed.). Auckland, N.Z: Hodder &

    Stoughton.

    Cooper, M. (1993). The wines and vineyards of New Zealand(3rd ed.). Auckland, N.Z: Hodder &

    Stoughton.

    Geene, A., Heijbroek, A., Lagerwerf, A., Wazir, R. (1999). The world wine business. Market

    study 1999, Food & Agribusiness research, Rabobank International.

    Tipples, R. (2000). Personal communication.

    Wine Institute of New Zealand Inc. (2000). Annual report for the year ended June 2000.

    Auckland: Wine Institute of New Zealand Inc.

    Winegrowers of New Zealand. (2000). The BNZ wine and grape industry statistical annual,

    2000. Auckland: Winegrowers of New Zealand.

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    Exhibit A

    Lifecycle of Wine Countries

    (Source: Rabobank International)

    Relative

    Emerging Growing phase Mature phase Declining phase Second life phase

    Tim

    Asia

    New Zealand

    South Africa

    Australia

    France

    Argentina

    ItalyPortugal

    Greece

    Germany

    Eastern Europe

    Spain

    USA

    Chile

    ?

    ?

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    Exhibit B

    Comparison of World Wine Production 1992 vs 1997

    (Source: FAOStat 1999)

    Exhibit C

    Scenario Current

    Consumption

    (million hl)

    Optimistic

    annual

    growth

    Realistic

    annual

    growth

    Pessimistic

    annual

    growth

    Old wine countries 103 1% 0% -1%

    New wine countries 44 0% -1% -3%

    Traditional importing

    countries

    20 3% 2% 0%

    Emerging countries 4.5 10% 6% 3%

    Year of world consumptionincrease

    1999 2000 -

    *Based on the average annual growth of the last 10 years, except for the emerging countries

    World Wine Consumption Growth Scenarios

    (Source: Rabobank International)

    World production 1992 (293.6 million hl)

    66%

    16%

    18%

    Old wine countries

    New wine countries

    Other wine countries

    World production 1997 (265.0 million hl)

    60%22%

    18%

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    Exhibit D

    Icon Ultra-premium Super-premium Premium Basic

    Price range >USD 50 USD 14-50 USD 7-14 USD 5-7 USD 50

    Volume market share: 1%

    Price range: USD 14-50

    Volume market share: 5%

    Price range: USD 7-14

    Volume market share: 10%

    Price range: USD 5-7

    Volume market share: 34%

    Price range:

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    Exhibit E

    Chile USA Australia South Africa New Zealand

    +119% +93% +45% +38% +32%

    Change in Imports from some New Wine Countries to the UK 1995-1997

    (Source: USDA 1998)

    Exhibit F

    Number of NZ Wineries 1990-2000

    (Source: Wine & Grape Industry Statistical Annual 2000)

    0

    50

    100

    150

    200

    250

    300

    350

    400

    1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

    Year

    No.

    Wineries

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    Exhibit G

    Structure of NZ Wine Industry 1990-2000

    (Source: Wine & Grape Industry statistical annual, 2000)

    0

    50

    100

    150

    200

    250

    300

    350

    1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

    Year

    No.ofWineries

    Category 1 Category 2 Category 3

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    Exhibit H

    Consumption per Capita of NZ Wine against Volume of Wine Imported

    (Source: Wine & Grape Industry statistical annual, 2000)

    0

    2

    4

    6

    8

    10

    12

    14

    19901991199219931994199519961997199819992000

    Year

    Consumption(liters

    0

    5

    10

    15

    20

    25

    30

    35

    Imports(millionliters

    Consumption Imports

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    Exhibit I

    NZ Wine Production; Domestic Sales of NZ Wine; Volume of Wine Exports per Yr,

    1990-2000

    (Source: Wine & Grape Industry Statistical Annual 2000)

    0

    10

    20

    30

    40

    50

    60

    70

    1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

    Year

    V

    olume(millionliters)

    Total Production Domestic Sales NZ Wine Export Volume

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    Exhibit J

    Producing Vineyard Area and Volume of Wine Produced in NZ 1990-2000

    (Source: Wine & Grape Industry Statistical Annual 2000)

    0

    2000

    4000

    6000

    8000

    10000

    12000

    1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000

    Year

    Producingarea(ha.)

    0

    10

    20

    30

    40

    50

    60

    70

    Wineprodn(millionL)

    Total producing area Total production

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    Exhibit K

    Region 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001* 2002* 2003*Marlborough 1902 1997 2095 2123 2155 2655 2747 3447 4054 4354 5228 5757

    Hawkes Bay 1577 1616 1642 1776 1794 1744 1829 2336 2443 2800 3072 3074

    Gisborne 1498 1498 1427 1356 1165 1180 1424 1447 1681 1848 1963 2003

    Canterbury 161 184 208 215 213 190 350 363 442 485 485 522

    Auckland 232 238 241 215 193 191 321 345 393 409 457 455

    Wellington 161 171 188 189 174 180 212 281 327 363 430 534

    Otago 25 30 48 46 92 135 210 207 280 352 433 485

    Nelson 67 79 92 70 97 115 161 175 203 256 297 335

    Waikato/BOP 163 161 159 118 117 90 100 100 119 126 136 131

    Other 14 6 10 2 610 930 226 269 255 282 321 341

    Total 5800 5980 6110 6110 6610 7410 7580 9000 10200 11280 12820 13640

    *Forward estimate, based on plantings.

    National Producing Vineyard Area by Region, 1992-2003

    (Source: Wine & Grape Industry Statistical Annual 2000)

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    Appendix A

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    Appendix B

    Description of the Cellars of Canterbury business partners private entities

    Giesen Wine Estate

    The Giesen Wine Estate is the largest wine producer in the Canterbury region. The three Giesen

    brothers emigrated from the wine-growing region of Rheinpfalz, Germany in 1980. They

    established their original 18-hectare vineyard in Canterbury in 1981. They now own 30 ha of

    vineyard in Canterbury along with a further 64 ha in Marlborough and lease additional

    Marlborough vineyards to procure the 2,000 tonnes of grapes they are set to crush in the 2001

    harvest. Initially they focused on production for the local Christchurch market but have since

    expanded this to encompass the remaining domestic market in New Zealand and have been

    exporting since 1987. They currently supply markets in the USA, Canada, England, Germany,

    Denmark, Asia, Australia, Tonga, and Fiji. Their principal wine varieties are Sauvignon Blanc,

    Chardonnay, Riesling, and Pinot Noir.

    St Helena Wine Estate

    St Helena, a family owned operation headed by Robin Mundy was the first commercial winery

    established in Canterbury and dates back to 1978. Before entering the wine and grape industry,

    the Mundys were large vegetable producers in Canterbury and have a long history in

    agricultural production. Approximately 250 tonnes of grapes are cropped from the existing 24

    hectares of vineyard in Canterbury with another 4 hectares recently planted yet to come into

    production. A further 150 tonnes of fruit was purchased from the Marlborough region in 2000 to

    produce a total of 30,000 cases of wine, the aim is to bottle and sell 45,000 cases from the 2001

    vintage. Marlborough Sauvignon Blanc is the principal product followed by Canterbury Pinot

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    Noir. Up until 1996 St Helena concentrated solely on the domestic market but was introduced to

    exporting through their involvement in Cellars of Canterbury and now service markets in the

    UK and USA.

    Sherwood Estate Wines

    Sherwood Estate, owned by Mrs and Mrs Dayne Sherwood produced its first wine in1990. They

    now own 25 hectares of vineyards between Canterbury, the sub region of Waipara, and

    Marlborough, and contract for a substantial amount more fruit to produce their annual production

    of 17,000 cases of wine. Dayne himself has a business degree and worked for a chartered

    accountant before obtaining a postgraduate diploma in viticulture and oenology and setting up

    his own winery. Sherwood Estate operates a restaurant as a sideline but has always exported 80-

    90% of their production. Their principal varieties are Pinot Noir, Sauvignon Blanc, Chardonnay

    and Riesling.

    Rossendale Wines

    The first Rossendale wine was produced in 1993. The winery forms just part of the Rossendale

    enterprise, which comprises a restaurant, and a beef production and export operation. The

    proprietors, Brent and Shirley Rawstron became interested in wine as a complement to their beef

    exports to Germany in the late 80s. They both gained postgraduate diplomas in viticulture and

    wine making from Lincoln University and now have 4 hectares of vineyard on their 140-hectare

    property in Canterbury. They employ a professional wine-maker to process their annual

    production of 6000 cases, half of which is sold through their private restaurant. The remaining

    produce is sold through local Christchurch markets, and export markets in the UK and Germany.

    Their principal varieties are Pinot Noir, Chardonnay, and Sauvignon Blanc.

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    Morworth Estate

    Morworth Estate bought into the Cellars of Canterbury cooperative on the departure of

    Sandihurst Wines, one of the original partners. Morworth Estate, a family owned winery was

    established in the mid 90s and has been amidst a phase of expansion ever since. They crushed

    100 tonnes of grapes in the 2000 vintage and are set to increase this to 140 tonnes in 2001. Chris

    Morkane, the head of the family is managing director of Gardener Smith a large Australian

    commodity trading company and thus has a long history in export trading and international

    business. He has applied this knowledge to the family winery, which presently exports 75% of its

    production. They have also recently built a restaurant at the site of their vineyard and winery in

    Canterbury.


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